Over-the-top advertisements and salesy pitches don’t work like they once did. Reliant on scroll-worthy algorithms and “for you” pages, consumers resonate most with marketing that reads like curated content. A personalized experience is expected when it comes to digital marketing. So it’s a must to understand your target audience and customer data.
Systems like Drupal help build your own comprehensive digital marketing hub around your customer data through multiple streams of supportive software. Over the years, Drupal has evolved from a top content management system (CMS) to a Digital Experience Platform (DXP). In this blog, we’ll show you how to use Drupal to build a DXP for your business.
What is a DXP?
Most content management systems (CMS) have upgraded their software to become what’s known as a digital experience platform (DXP) A DXP is a type of software that integrates all of your digital marketing tools. It can do everything that a traditional CMS can, but way more.
DXPs combine components usually found as separate software, now in an all-encompassing cloud-based suite full of marketing and sales tools built to work with large sets of customer data. It allows you to efficiently create, host, and distribute digital content across multiple channels, all without being held back by the restrictions of single-site functionality--which is often the case with your standard CMS.
What is Drupal?
Drupal is a free, open-source content management system (now DXP) meaning the system is modifiable. The platform has evolved into a CMS forerunner for building websites with over 46,000 modules available to increase functionality based on your preferences and needs.
What does Drupal do?
Like any CMS/DXP, Drupal is your assistant for structuring and managing content. Seemingly one-size-fits-all, small and large organizations alike use Drupal to build their website and manage their e-commerce, mobile apps, social channels, kiosks, intranet, resource directories, and more. Drupal powers over 1.7 million websites and is advocated by developers and marketers alike.
Beyond using Drupal to power your business’ website, its comprehensive nature allows you to integrate otherwise separate software to create a hive of interoperating marketing systems. The vendor is highly modifiable; there are countless platforms to choose from when you're building on your Drupal-powered website and DXP stack.
Features that make Drupal your DXP
Of course, a DXP is not a single product. Integrating software is the way to turn Drupal, essentially a website creator, into a full-stack DXP. Think of your DXP/website as a place for your customers to find solutions your business offers. By default, Drupal supports the DXP roadmap with some built-in features.
Personalization
Create a seamless customer experience
Customer Profiles -
Segments
- Smart audiences
- Real-time profiling
- Anonymous pattern recognition
Custom development
- Modifiable content architecture
- Content personalization
- Multichannel publishing
- Integration with third-party systems